The document is a media evaluation by Richard Tarbox of their A2 coursework which included producing a music video for Peter Gabriel's cover of "Flume" by Bon Iver, as well as a CD case and magazine advert. Tarbox discusses how their music video used and developed conventions of the folk music genre through elements like narrative focus, relationship between lyrics and visuals, and casting. Tarbox also evaluates how effective the combination of their main and ancillary texts was through consistent imagery and appealing to the folk audience. Feedback helped Tarbox address issues like lack of narrative. New media technologies played a key role in the research, planning, filming, and evaluation stages of Tarbox's project.